Salesperson’s Role Gains Importance as New-Vehicle Shoppers Want a Thorough Explanation of the Features, Benefits and Competitive Model Comparisons for the Vehicles They are Considering

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Nissan Ranks Highest in New-Vehicle Sales Satisfaction among Mass Market Brands

SINGAPORE: 31 August 2015 —The salesperson has significant influence in the purchase decision as  new-vehicle buyers in Taiwan not only expect a comprehensive explanation of a vehicle’s features and the benefits of owning it during their shopping process, but they also expect them  to provide competitive model comparisons, according to the J.D. Power Asia Pacific 2015 Taiwan Sales Satisfaction Index (SSI) StudySM massmarket segment, released today.

Now in its 17th year, the study has been entirely redesigned in 2015 and now examines six factors that contribute to overall customer satisfaction with the new-vehicle purchase experience. In order of importance, they are delivery process; dealership facility; salesperson; deal; delivery timing; and sales initiation. Sales satisfaction performance is reported as an index score based on a 1,000-point scale, with a higher score indicating higher customer satisfaction. Due to the study redesign, the 2015 index scores are not directly comparable with 2014.

Overall sales satisfaction in the mass market segment averages 812 points in 2015. The importance of the role of salespersons as a source of information for new-vehicle purchase consideration has increased by 8 percent in 2015. Additionally, the study finds that a competitive explanation of vehicle features and benefits helps boost overall satisfaction to above the mass market average by 8 points.

“The salesperson’s role has gained in importance this year, as new-vehicle shoppers want a thorough  explanation of the features and benefits of the vehicle they are considering,” said Kaustav Roy, director, J.D. Power Asia Pacific. “The salesperson has significant influence when it comes to guiding shoppers in their purchase decision. Original equipment manufacturers whose dealerships are able to leverage this aspect are likely to improve the shopping experience, increase satisfaction and differentiate themselves among competitors.”

2015 Taiwan SSI Mass Market Brand Rankings

Among the nine brands ranked in the mass market segment, Nissan ranks highest in satisfaction with an SSI score of 820. Nissan performs particularly well in the sales initiation, deal and delivery timing factors. Toyota ranks second with a score of 819, performing particularly strong in dealership facility, salesperson and delivery process.  


  • The study finds that satisfaction is lower among first-time buyers than among repeat buyers (805 vs. 817, respectively). The gap in SSI scores between first-time and repeat buyers is widest in the deal and salesperson factors, with satisfaction lower by 14 points among first-time buyers.  
  • One key driver of satisfaction among first-time buyers is the provision of a special ceremony from the dealer during the delivery of their new vehicle. Satisfaction is 18 points higher among first-time buyers who receive a ceremony than among those who do not receive a ceremony.
  • Customers in Taiwan appreciate when a dealership salesperson uses a tablet/ mobile device/ computer to demonstrate the benefits and features of a vehicle. Among new-vehicle shoppers who received a demonstration via tablet, 75 percent of them indicate that the usage of tablet was appealing, innovative and that they found the content to be informative.
  • Post-sales contacts provide a great opportunity for dealerships to demonstrate their concern for customers beyond the sales process. The study finds that satisfaction is highest among customers who are contacted to set up a regular service visit (816) than among those who are contacted for any other reason (805).
  • The study finds a strong correlation between satisfaction with the new-vehicle purchase and delivery experience and customers’ future loyalty and advocacy intentions toward their dealer and brand. Among highly satisfied customers (SSI scores of 896 or higher), 51 percent say they “definitely will” recommend their purchase dealer to friends and relatives. Among customers who are highly dissatisfied (SSI scores of 737 or lower), only 16 percent say they “definitely will” recommend.

About the Study

The 2015 Taiwan SSI Study is based on responses from 2,320 new-vehicle owners in the mass market segment who purchased their vehicle between July 2014 and April 2015. The study was fielded from January through April 2015 and measures new-vehicle owner satisfaction with the sales and delivery experience from authorized dealers in Taiwan.

Media Relations Contacts

Xingti Liu, Singapore, +65-6733 8980;

John Tews; J.D. Power; Troy, Michigan 48083 USA; 001-248-680-6218;

About J.D. Power Asia Pacific

J.D. Power Asia Pacific has offices in Tokyo, Singapore, Beijing, Shanghai and Bangkok that conduct customer satisfaction research and provide consulting services in the automotive, information technology and finance industries. Together, the five offices bring the language of customer satisfaction to consumers and businesses in Australia, China, India, Indonesia, Japan, Malaysia, Philippines, Taiwan, Thailand and Vietnam. Information regarding J.D. Power Asia Pacific and its products can be accessed through the Internet at

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